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Sport-PR 2.0
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Product Details
Fabian Kautz betrachtet mittels einer Online-Inhaltsanalyse den Einsatz der Plattformen Facebook und Twitter in der Sport-PR professioneller Sportvereine. An 14 Untersuchungstagen analysiert der Autor in der Saison 2015/16 die Posts und Tweets von insgesamt 16 Vereinen aus den Sportarten Basketball, Eishockey, Fuball und Handball. In Summe umfasst die Studie 3.412 Beitrge (717 Posts und 2.695 Tweets). Erstmals fr die Social Media-Sport-PR wurden dabei auch Nachrichtenfaktoren codiert. Die Ergebnisse zeigen, dass die beiden Plattformen Twitter und Facebook verschieden eingesetzt werden. Fr beide Plattformen haben Merkmale der Ebenen Form, Inhalt und Sprache signifikanten Einfluss auf Interaktionshandlungen der Rezipienten. Dieser besteht ebenfalls fr Nachrichtenfaktoren.
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